Melbourne Welcomes Pioneering World Travel Leaders to the 44th Australian Tourism Exchange

Wednesday, May 22, 2024

Record-Breaking Attendance at Melbourne’s ATE 2024

Australia’s biggest annual tourism trade event, the Australian Tourism Exchange (ATE24), is back for its 44th edition! This year, Melbourne (also known as Narrm) is teaming up with Visit Victoria to host the event.

Mark your calendars: ATE24 will take place from Sunday, May 19th to Thursday, May 23rd, 2024, at the Melbourne Convention and Exhibition Centre.

Here’s what to expect:

• Connecting tourism businesses: Australian tourism companies will have the chance to meet with international distributors to set up business deals and network. Pre-scheduled appointments and key networking events will facilitate these connections.
• Showcasing Australian tourism: International buyers attending ATE24 will get a firsthand experience of what Australia has to offer through special familiarization trips before and after the event.
• Big turnout expected: The event anticipates around 1,500 Australian tourism representatives and 700 international buyers from over 30 countries.
• Attendees:  b2b travel leaders, think tanks, travel influencers, travel industry leaders and influencers, MICE leaders, tour operators, travel and tourism professionals, Destination Management Companies, Travel Agents, travel technology companies, airline industry leaders, cruise companies, hotel industry leaders and influences, hotel and hospitality industry stalwart, travel consultants, travel and hotel advisors, cruise industry, destinations and technology, travel service providers,

Positive Outlook for Australian Tourism

Despite the recent challenges posed by the pandemic, a sense of optimism permeates the industry. Government officials, including Federal Minister for Trade and Tourism Don Farrell, are confident that tourist numbers will surpass pre-pandemic levels by the year’s end. This positive outlook is fueled by a strong recovery in the aviation sector.

Aviation Industry Takes Flight

Many airlines are resuming flights to Australia, with China being a key market. Chinese carriers are nearing pre-pandemic service levels, indicating a significant return of Chinese tourists. Additionally, exciting new routes are taking off, like the inaugural Perth to Paris Qantas flight scheduled for July 2024, perfectly timed for the Paris Olympics.

Beyond Recovery: A Focus on Sustainability and Accessibility

The industry isn’t just focused on recovering from the pandemic; it’s also looking towards a sustainable and inclusive future. Sustainable practices and accessible tourism are high on the agenda. Tourism Australia is committed to promoting these aspects, recognizing the growing demand for responsible travel experiences and the importance of catering to travellers with accessibility needs.

AI and Distribution: Reshaping the Tourism Landscape

Phillipa Harrison, Managing Director of Tourism Australia, acknowledges the ongoing discussion about disintermediation (eliminating middlemen) in travel booking. While AI might play a role in the future, Harrison emphasizes the enduring value of human connection in travel planning. She highlights the importance of traditional distribution channels while acknowledging the industry’s rapid transformation driven by AI.

Victoria Poised for Tourism Boom

Brendan McClements, CEO of Visit Victoria, acknowledges that Victoria, like other parts of Australia, is still recovering from the pandemic’s impact. However, he is optimistic about the future, with an estimated $16 billion potential revenue boost for Victoria over the next four years. Melbourne, in particular, is well-positioned for growth. It boasts Australia’s largest hotel market with over 26,000 rooms, exceeding pre-pandemic levels by a significant margin. McClements cites the recent Taylor Swift concerts in Melbourne as a prime example of the city’s ability to handle large influxes of visitors.

ATE 2024: A Catalyst for Australian Tourism Revival

With a record-breaking turnout and a focus on innovation and responsible growth, ATE 2024 is a strong indicator of Australian tourism’s resilience and promising future. The event concludes on Thursday, May 24th, but its impact is sure to be felt for years to come.

Quotes attributable to Federal Tourism Minister Don Farrell:

“The Australian Tourism Exchange is Tourism Australia’s biggest annual event, which helps showcase Australia to the world and drive business opportunities for tourism operators around the country.

“The long-term benefits from events like this are substantial – the relationships and future business it establishes can grow Australia’s tourism industry by billions.”

Quote attributable to Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos:

“Over four days, a record number of more than 100 Victorian tourism businesses will meet with global decision-makers and media to increase international awareness of the Victorian experience, and boost visitation numbers.”

Quote attributable to Sunnymead Hotel owner Damien Cerantonio:

“We can’t wait to see the distinctively Victorian touches that will make ATE feel like home and to work alongside other local businesses to drive visitation.”

Accommodations close to the Melbourne Convention and Exhibition Centre for visitors include:

Pan Pacific Melbourne

• Score: 4.4
• Cost: $171
• Feedback: 1991
• Location: 2 Convention Centre Pl, South Wharf VIC 3006, Australia

Novotel Melbourne South Wharf

• Score: 4.5
• Cost: $130
• Feedback: 1303
• Location: 7 Convention Centre Pl, South Wharf VIC 3006, Australia

Ink Hotel Melbourne Southbank

• Score: 4.3
• Cost: $112
• Feedback: 304
• Location: 167 City Rd, Southbank VIC 3006, Australia

Crowne Plaza Melbourne, an IHG Hotel

• Score: 4.2
• Cost: $162
• Feedback: 1038
• Location: 1/5 Spencer St, Melbourne VIC 3008, Australia

Crown Metropol Melbourne

• Score: 4.4
• Cost: $182
• Feedback: 2842
• Location: 8 Whiteman St, Southbank VIC 3006, Australia

• In 2023, Gold Coast to arrange 43rd edition of Australian Tourism Exchange

• Australian tourism exchange to be held in Adelaide this April